Google ads catch people who are already searching for an installer. But plenty of homeowners are interested in solar, a battery or a heat pump — they just haven't started looking yet. That's where Meta ads (Facebook and Instagram) come in. Done right, they're one of the best ways to create demand rather than just capture it.
The difference between Google and Meta ads
Google ads = intent. Someone types "heat pump installer near me" and you appear. They're ready to buy.
Meta ads = interest. Someone's scrolling Facebook, sees your offer — "See if you qualify for the £7,500 heat pump grant" — and thinks "actually, I've been meaning to look into that." You've created a lead that wouldn't have searched today.
The best installers run both. Google mops up the ready-to-buy searches; Meta fills the top of the funnel with new interest, especially for higher-consideration jobs like heat pumps and batteries.
Google catches demand. Meta creates it. Run both and your pipeline never runs dry.
Why Meta works so well for renewables
- Laser local targeting — you only pay to reach homeowners in your service area.
- Visual proof — before/after install photos and short videos stop the scroll.
- Grants and savings hooks — "£7,500 grant" and "cut your bills" are strong, honest angles.
- Cheap awareness — impressions on Meta cost a fraction of Google clicks, so your brand gets seen around your town.
Where installers go wrong
Most installers who "tried Facebook ads and it didn't work" made one of these mistakes: boosting a random post instead of running a proper campaign, sending clicks to a slow homepage instead of a focused landing page, or — most commonly — not following up the leads fast enough. A Meta lead that isn't contacted within minutes goes cold quickly.
That last one is the killer. It doesn't matter how good your ads are if the enquiries sit unanswered. This is why ads and follow-up have to work together: an AI receptionist and instant WhatsApp handling mean every ad lead gets answered and booked while it's hot.
What good looks like
- Proper campaigns (not boosted posts), tightly targeted to your area.
- Strong creative — real photos and clear savings/grant hooks.
- A fast landing page built to convert, not your homepage.
- Instant follow-up on every lead so none go cold.
- Tracking so you know your real cost per booked job.
Get those five right and Meta ads become a reliable, profitable tap of new work. Meta is not something we run — we build and manage Google Ads, where the intent is already there. If Meta is right for you, this is the system that works — see how we get installers more leads.
Related guides
How installers get more leads
Enquiries generated for you, not shared leads.
Read →What missed calls really cost you
Don't waste ad spend on leads you miss.
Read →Grant figures on this page were checked against gov.uk on 30 August 2026 and are indicative — the binding figure is the one from the official application. Spotted something out of date? Tell us and we will fix it.